Religious Consumer Insights

Trend - Religious services are being delivered both through online platforms, as well as in-person, physically distant events. This presents individuals with a choice for what is most comfortable and safe for them as they practice their fate.

Insight - When faced with difficult and devastating times, individuals often try to focus on experiences or objects in their routines that help them feel grounded. The closures of non-essential businesses and services, as well as the need for physical distancing, have caused some of these comfort-inducing experiences to be inaccessible. As a result, individuals are looking for close alternatives that are modified as per government-imposed safety measures.

Trend - Religious institutions, brands, and designers are taking part in the technological revolution by offering products that will enhance prayer and make the teachings of different religions more accessible to younger consumers. The products in these spaces are increasingly diversified—from tools that utilize artificial intelligence to video games.

Insight - Cultural and religious duties are usually passed down through the family line, however, Gen Z and the coming digitally native generations have internalized the Internet of Things to be an almost inseparable part of their individuality. This shift has strongly influenced their decisions on how to integrate certain traditions within their daily rituals. As a result, they express a strong desire for digital accessibility, when it comes to studying and partaking in a given cultural or religious tradition.

Implications - As far as ingredients go, established halal and kosher companies are holding themselves to a higher standard by producing products that are free-from cruelty, alcohol, and animal by-products. Often with an additional focus on a GMO-free formula, kosher and halal companies are also using eco-friendly packaging along with new business models influenced by the social enterprise movement. Creating a new omnicultural beauty movement in the process, this progression is ideal for those that have sensitive skin and religious preference.

Implications - Consumers have banded together to demand more from the athletic brands that they buy from, resulting in a more culturally inclusive range of apparel. More specifically, many have incorporated hijabs into their offerings. In addition, others have been careful to make more modest pieces available for women. This illustrates that many brands are making socially progressive changes in order to involve more consumers, while simultaneously driving a positive message and prompting other brands to do the same.

Implications - As consumers take on busier schedules, it's natural for important activities, such as fitness, travel and even religion to fall further down the to-do list. However, with modern technology, more innovations are coming to the fore that allow devout consumers to actively and conveniently practice their religions, whether it's through a sin-confessing app or a Christian-themed tablet. While these innovations modernize religion (and perhaps, some may argue, dilute it), they ensure a stressed consumer can still be zealous about practicing his or her faith.

Implications - Although religion is still bound to history, tradition and culture, today's churches and cathedrals are taking on more modern design elements, sometimes to the point at which the structure no longer looks like a religious institution. Architects are instilling a contemporary aesthetic to these classic buildings, which appeal to modern-thinking consumers and suggest that religion can be adapted to contemporary ideals.

Implications - Sex and religion are perhaps two of society’s most taboo subjects, and marrying them no doubt brings out an unparalleled fascination among consumers. Photography, fashion and art focused on sensualized religion create controversy and push society’s buttons, testing the tolerance of today’s consumer. If such traditionally inappropriate themes can be embraced, there’s no telling how far brands can push marketing limits.

Implications - Younger generations are approaching religion in a very different way, and some churches are trying to adapt. The Pope even tried to appeal to more environmentally-conscious demographics by adding new sins which pertain to the maltreatment of our planet.

Implications - Home restoration has become popular thanks to the success of related reality TV shows. These renovated churches reflect our desire to preserve culture yet live at the height of modernity. Adding to their appeal is the fact that owning a piece of history can ensure exclusivity.

Implications - The Secret went from a highly criticized philosophy to a social curiosity movement endorsed by icons like Oprah. The principle is that the Law of Attraction can help people manifest their ideal lives, proving people are increasingly open-minded and willing to try.